Europe’s biggest beauty floor at DFS Group’s La Samaritaine will house 17 L’Oréal brands across its 2,500 sqm of total beauty, according to the beauty powerhouse.

 

“This new consumer-centric, beauty space provides Beauty for All Travelers through a diversified and strong portfolio of L’Oréal brands, unique retail expressions, and tailored, connected experiences enhanced by beauty tech,” said Gianguido Bianco, Managing Director L’Oréal Travel Retail EMEAI.

 

“It is quite literally the best that L’Oréal has to offer in Travel Retail EMEAI.”

 

Displays for Lancôme, Yves Saint Laurent, Armani and L’Oréal Paris employ the use of virtual mirrors, equipped with ModiFace technology (an augmented reality and artificial intelligence tool applied to beauty) allowing customers to discover and virtually try on products.

 

THE TRULY PERSONAL TOUCH

Lancôme, with its Parisian Apartment concept, as well as Shade Finder technology aim to help consumers identify their perfect match of Teint Idôle Ultra Wear foundation.

 

Meanwhile Giorgio Armani, with its boutique oval design, Crema Nera skincare expression, and an engraving machine, ‘affords each customer a distinct brand experience’, said L’Oréal.

 

YSL with a layout inspired by the runway takes branded services ‘to another level’ with a ‘Make It Yours’ station, personalised engraving and a ‘Rate & Review’ service helping customers discover the new skincare offer.

 

At L’Oréal Paris’ exclusive shop-in-shop concept travellers are treated to Travel Retail exclusives curated for La Samaritaine and personalisation offers from an engraving machine to a dedicated wrapping station.

 

SKINCARE DIAGNOSTICS

Helena Rubinstein, SkinCeuticals, Biotherm and Kiehl’s all offer a range of skincare diagnostics thanks to branded tools that assist shoppers to find their ideal routine: Helena Rubinstein with its first Biometric Skin Analysis mirror in Travel Retail Europe, SkinCeuticals with its Skinscope, Biotherm with its Miracle Key tool.

 

At Kiehl’s customers can even transfer the ‘Kiehl’s Loves Paris’ design onto their products thanks to a label customising machine.

 

Customers will also enjoy a ‘dynamic discovery’ of Mugler fragrances thanks to RFID technology. Customers can lift the fragrance tester and discover it on the screen; whilst Vichy and La Roche-Posay, as dermatology specialists, benefit from a pharmacist to advise customers.

 

“A space such as La Samaritaine demands a level of innovation and services that is second to none to deliver unique beauty experiences to both domestic and international customers,” said Antny Rankin, General Manager DFS at L’Oréal Travel Retail EMEAI.

 

“As an industry leader in beauty tech our brand spaces showcase the newest developments in virtual try-on technology, shade finding tools and skincare diagnostics all brought to life by the dedicated beauty consultants on counter.”